It’s not so lonely at the top

As a leadership coach, speaker and business consultant, Pete Rushmer wanted to create a new platform where business leaders could discuss the realities of leadership with greater honesty, openness and vulnerability.

Having previously worked with Pete on Flagship Partners and his personal PETE brand, Geek understood the wider brand ecosystem that It’s Not So Lonely at the Top needed to join. The new identity had to feel distinct while remaining connected to Pete’s established voice, values and audience.

As Pete’s creative partner, Geek developed the strategy, visual identity and digital presence for It’s Not So Lonely at the Top, positioning it as more than a podcast or mastermind group. Our work included naming and brand strategy, identity design, website design and development, social media templates and podcast graphics.

The brand was built around the idea that leadership does not need to be isolating. Its name challenges the familiar perception of leaders as people who must always appear confident and have every answer, instead creating space for more meaningful and human conversations.

We created a bold but considered visual identity that balances structure with warmth. Geometric shapes introduce movement and progression, while the colour palette combines clarity, authority and conviction. A distinctive yellow carried across from the PETE brand provides a subtle connection between Pete’s different ventures.

Alongside the visual identity, we developed a tone of voice that captures Pete’s direct and conversational approach. The language is honest without being blunt, warm without becoming sentimental and reflective without feeling self-indulgent.

The website brings the podcast, mastermind programme and wider leadership resources together within one clear digital hub. A flexible social media system and consistent podcast graphics also allow the identity to extend across Spotify, YouTube and social platforms without losing its recognisable tone or character.

The result is a confident and cohesive leadership brand that differentiates Pete’s coaching offer while connecting naturally with his wider work. It gives a clear identity to the conversations he wants to lead and provides a scalable platform for growing the podcast, mastermind and leadership community.